What is the added value of the brand of what you have to offer next to the product in order to establish and maintain a name.
Every organization wonders what makes this so unique.
Are these really the product properties or is it something else that makes the customer decide when purchasing a product/service?
Unique selling point
Product properties are transferable to a certain extent nowadays, but what makes a brand is often more than that. Here lies the added value for an organization to excel.
Nurturing
Where lies the decision point for an equivalent product that makes a relationship/customer decide to go for the added value of that one organization. It may be that this decision-making moment has already been formed at an earlier stage. These small steps forms this process to entice the customer to buy a specific brand for a long time. This process is done through intensive nurturing.
Touchpoint
The contact moments or touch points both online and offline are important in this process. Communication and information from this is the source of inspiration and can provide new input.
For example, the form of service of the staff or the way in which relationship management is carried out by employees can be of added value.